Xi’an Regional Women’s Brand Of Emotional Value System Model Research Based On Kansei Engineering

With the development of social economy and consumer spending growth, the clothing brandconsumer spending orientation transfer began to appear. Brand clothing product purchases ofthe product itself gradually turned to the brand image of the overall brand perception.Clothing brand consumers pay more and more attention to the brand value of the experienceof sensibility bring and meet. Therefore, the reserch of how to improve the clothing brandvalue and how to efficiently communicate the sensibility of the brand value has the extremelyvital significance.This research will use perceptual engineering method as the foundation, through the Xi’anarea brand clothing consumer brand female sensibility value demand survey to make theconsumer demand of fuzzy perceptual images into the quantitative data for reference. Basedon the result of the interview method, card analysis, questionnaire investigation and SPSSprincipal component factor analysis to extract the clothing brand perceptual value demandfactors. Then through the SPSSK-means clustering analysis to divided the 264 women in aXi’an brand clothing consumer into three types, and descrip each kind of factor. To build theXi’an area of female consumers clothing brand value perceptual model based on combine withwomen’s clothing brand sensibility value intention spatial structure, eight sensibility valuedemand factors and female clothing consumption brand type in Xi’an, in order to construct acomplete female clothing brand sensibility value system model which meet the orientation ofXi’an area female clothing brand consumer sensibility value demand. This research fordesigners to meet the demand of the consumers’ perceptual clothing products and increaseconsumer brand satisfaction provide a powerful support, the same for brand accurate marketpositioning and provide reference basis for the brand adjustment. In addition, through theregional research for the region clothing brand industry cluster provides a distinctive basis.